Wash-and-Wear Branding

Wouldnât it be great to have an army of fabulously styled women wearing your salonâs brand all over town? Thatâs exactly whatâs happening in Raleigh, North Carolina, as Jessica Williams unveils the second season of âLatherwear.â

Borrowing an idea from an article she read in SALON TODAY, Williams, who owns Lather Hair Salon, introduced white Latherwear T-shirts this summer that displayed the salonâs logo and the slogan, âWouldnât you rather Lather? A salon for your hair.â The salonâs website was printed on the bottom. Throughout the summer until Labor Day, Williams gave clients a 10-percent discount when they wore their Ts into the salon.

Priced at $39.95, the hoodies do bring a bit of profit, but their real motivation is to build community awareness for the year-old salon and build a sense of community among the clients. âWe love the idea of folk wearing our Latherwear out there, and we know they appreciate a discount in this difficult economy,â says Williams.

But to keep things interesting, Williams switched up the promotion for the fall season. With each hoodie purchase, clients receive 20-percent off all the services they receive that day. And if a service total is $200 or more, the hoodie is free. âWeâre still new, so we like to change things up and test to see which works best,â she says. So far, Williams reports, the hoodies are proving just as popular.

Topics:

Like This? You'll Love These!

About the Author:

Stacey Soble

Stacey Soble has been involved in the conversation of salon business for nearly two decades—as a reporter, a consultant and as the editor in chief of SALON TODAY. She has been responsible for growing the brand's celebrated recognition programs, SALON TODAY 200, and SALONS OF THE YEAR, and has launched two new competitions in recent years--STAMP (SALON TODAY's Annual Marketing Program) and the SALON TODAY Total Makeover Competition. She is a frequent speaker on the topic of salon business at industry events.